The mantra (or motto) “Think” has been part of IBM’s history longer than
the name I.B.M. itself. It’s a enduring expression of our brand
character.It’s an invitation. It’s an expectation.Think is also a
challenge. With that in mind, we’re always looking for new ways to
express and represent Think, to bring Think to life, to reflect the
times, to provoke thought. For Think 2020, we decided to conduct a
(slightly) different experiment (than we have in the past).Could we
create a “sonic” expression of Think? A signature score. Then, once
completed, could we take this piece of sound design, and articulate it
into an experience... a moving brand-visual performance? This is our
concept. And this is what led us to our collaboration with Imogen Heap.
Artist, performer and technologist herself, she was the ideal creative
partner, and our immediate first choice.